Daily Times

LAHORE: A seminar on the topic of Performance Audit of Media was conducted in University of Central Punjab (UCP), organized by students of Faculty of Communication Studies (FMCS).

It was a first ever official debate on this burning issue of media audit, in the history of Pakistan.

Keynote speakers for this mega seminar were Ms. Ayesha Wattoo, Regional General Manager, PEMRA, Ahmad Waleed, Controller News, Central Zone, SAMAA TV, Salman Abid, Political Analyst, Daily Express.

However, Dr Mughees Uddin Sheikh, Dean FMCS and Ms. Sadia Salahuddin, The News were the guests of honour.

Ms. Ayesha Wattoo said that PEMRA should not be solely blamed for all the malfunctioning of media which only works for rating.  Moreover, she supported the case of self regulation and called upon Senate to make laws and assure their implementation.

Mr. Salman Abid was of the view that media is overall politicised and social issues are not properly highlighted whereas the proper role of media should be uniting the people against social evils rather political.

Mr. Ahmad Waleed pointed out the difference between an anchorperson and a journalist and suggested that before coming into the media market every journalist should get proper training.

Ms. Sadia Salahuddin added that media has allocated more airtime to negative news whereas it should promote constructive and positive image of the society.

Dr. Mughees Uddin concluded with his view that for progressive functionality, media watchdog groups need to be formed.

Refreshments followed the session and as a vote of thanks, souvenirs and bouquets were presented to the guests.